Gerrit Kruger

The MICE industry is entering a new era. After years of disruption, adaptation, and technological acceleration, meetings, incentives, conferences, and exhibitions are evolving at an unprecedented pace. Despite the advances in digital tools and artificial intelligence, one theme remains paramount: people continue to value meaningful human connections. Today’s most successful events are no longer measured [...]

When destinations evaluate their international marketing investments, they often view representation as merely another expense. Trade shows, sales missions, advertising campaigns, media visits, and digital marketing activities stand out as tangible investments with readily visible results. In contrast, the benefits of representation can sometimes appear less immediate and more elusive. However, many destinations may be [...]

The incentive travel industry is evolving rapidly. For decades, incentive programmes were largely defined by luxury hotels, gala dinners, and exclusive venues. While these elements remain significant, today’s incentive travellers seek something more meaningful: authentic experiences, personal connections, wellness, sustainability, and compelling narratives. This shift presents a significant opportunity for destinations willing to adapt. Particularly [...]

The travel industry has never been more interconnected. Destinations can reach consumers directly through social media. Hotel brands can launch global advertising campaigns at the click of a button. Artificial intelligence can personalise communications, automate customer journeys, and analyse traveller behaviour in real-time. Yet, despite these advancements, one of the most powerful drivers of tourism [...]